Choosing Variety to Fight Sleepiness

Previous research has revealed the negative impact of sleepiness on health, but no research to date has investigated its effects on consumer behavior. This investigation fills this void by showing that sleepier consumers tend to seek more variety, which is driven by a need for arousal to maintain wakefulness.


Zhongqiang (Tak) Huang, Yitian (Sky) Liang, Charles Weinberg, and Gerald J. Gorn (2018) ,"Choosing Variety to Fight Sleepiness", in E - European Advances in Consumer Research Volume 11, eds. Maggie Geuens, Mario Pandelaere, and Michel Tuan Pham, Iris Vermeir, Duluth, MN : Association for Consumer Research, Pages: 284-284.


Zhongqiang (Tak) Huang, University of Hong Kong, Hong Kong
Yitian (Sky) Liang, Tsinghua University, China
Charles Weinberg, University of British Columbia, Canada
Gerald J. Gorn, Hong Kong Polytechnic University, Hong Kong


E - European Advances in Consumer Research Volume 11 | 2018

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